Fans had been tracking every rumour of Wingstop coming to Ireland on Reddit and social media for years. So when it was revealed that a first restaurant was set for Dublin’s Liffey Valley, the pressure was on to deliver a launch that matched the hype and established Wingstop as a culture-first brand.
We built the launch around five pillars: a major Flavour Factory event, social content, OOH, creator partnerships, and media. It set in motion a launch that led to sold out events, chaotic Wing energy and queues forming hours before opening on launch day…
Launching on social, we wanted our already super engaged community to be central to our plans. We introduced a new Irish legend – ‘Cork Bai’ – derived from a years-old Reddit comment from a user with the same name, asking for Wingstop in Ireland.
We continued hyping the launch on social with community-driven formats. Our unhinged content was posted on Instagram and TikTok and achieved a whopping 9.8 million views in the first month alone, with 520k engagements and 12.9k followers.
We then brought Wingstop to Dublin’s streets with their first-ever OOH campaign, including IRL activations and real time billboard takeovers.
On-brand talent, cultural relevance and serious flavour energy – our creator partnerships ignited hype and put Wingstop on everyone’s radar before, during and post launch.
Meanwhile our media strategy hit four key moments – the official announcement of Wingstop coming to Ireland, the official Liffey Valley open date and announcement of our Flavour Factory event, picture moments from Flavour Factory and the official Wingstop open day.
We extended our engagement further through a partnership with District, Ireland’s biggest culture publication. This partnership included
an Announcement Post & Giveaway for Flavour Factory, a Flavour Factory post-event photo carousel and a Flavour Factory post-event recap reel on District’s socials.
With launch approaching, we delivered a flavour-first moment that sold out in minutes – sparking fan obsession and cementing Wingstop as a culture-first brand from the get-go.
Flavour Factory was an insane music takeover at Dubin’s The Button Factory, with a wave of specially curated acts that strongly supported local culture. Headliner DJ AG was joined by the likes of Shiv, Travy, Curtisy and Grammy-nominated Jordan Adetunji.
When launch day arrived, over 100 people were waiting in line before doors even opened, with the first Wingstop fans arriving at 4am! Launch day was covered across broadcast and digital media, and our creator content continues to keep the Wingstop obsession going, connecting the brand firmly in Irish culture.